Getting Sponsorship for Events: Your Comprehensive Roadmap to Success

Getting Sponsorship for Events

Securing sponsorship is a cornerstone of successful event management. Not only does it provide essential funding, but it also lends credibility, broadens the event’s reach, and enhances the attendee experience. But how do you secure such fundings when sponsors are being more conservative with their budget?


The Art of Securing Sponsorship: A Step-by-step Guide

  1. Identify Your Value Proposition: Before approaching potential sponsors, be clear on what your event offers. Is it a unique audience, a particular theme, or perhaps an innovative format?
  2. Research Potential Sponsors: Look for companies that align with your event’s mission: it’s much easier to get someone onboard when they’re already halfway there. Consider past sponsors of similar events, businesses targeting your audience, or those launching relevant products/services.
  3. Craft a Tailored Pitch: Generic pitches rarely impress. Showcase how the event aligns with the sponsor’s goals, and emphasize the benefits they will receive. We’ve seen great success when event organizers personalize their sponsor prospectus to include the sponsor’s logo so that they can better envision their presence and exposure at the event. 
  4. Offer Multiple Sponsorship Levels: Not every sponsor will have the same budget. Provide various packages, from title sponsorships to smaller, more affordable options. Make sure your sponsorship packages are clear on the 3 common objectives tied to sponsor ROI – brand awareness, direct audience engagement, business development.
  5. Leverage Data and Testimonials: Numbers don’t lie. Use past event data and testimonials to underline the success and reach of your event. Let your value shine!

Maximize Sponsor Engagement with Braindate

+ In-app logo placement and features to increase brand awareness
+ Curated content and thought leadership conversations with targeted attendee groups
+ Gain key audience behavioral data based on content trends and interactions reporting

cta banner event engagement visual 1

Sponsorship isn’t just about funding—it’s a partnership that can elevate an event to new heights. A wholesome experience like Braindate exemplifies the future of sponsorship integration, where sponsors become an intrinsic part of the attendee experience. As event organizers, embracing such innovative approaches can pave the way for sustained success and growth.

Braindate lounge 1 on 1 Meetings

Unveiling the Importance of Event Sponsorship

Navigating through event sponsorship can sometimes feel akin to peeling back the layers of someone’s personality:  especially when we intertwine brands, experiences, and financial scaffolding. Just like the power of two minds working together, the essence of successful event sponsorship remains rooted in mutual growth, and collaboration that lead both to your brand elevation.

“Event sponsorship transcends mere financial transactions; it heralds a realm of symbiotic growth and sustainable relations. Industry veterans Larry Weil and Chris Baylis elucidate that the journey to event sponsorship success mandates a more nuanced, strategic approach, marking a paradigm shift from short-term gains to long-term, mutually enriching relationships.”

An Expert’s Guide to Event Sponsorship (2022 Edition) | Hopin

Nurturing Mutual Growth: Organizers and Sponsors

Embarking on an event sponsorship voyage is not merely a financial transaction; it is a symbiotic relationship that fosters mutual growth for both organizers and sponsors. Imagine this relationship like the mutually beneficial association between bees and flowers, where one offers nourishment, and the other facilitates pollination, each aiding the other in their existential and functional journey.

  • Aiding Organizers: Sponsors provide the financial underpinning and sometimes, a broader audience reach, thereby fertilizing the event’s potential to bloom splendidly.
  • Empowering Sponsors: The event, acting as a dynamic platform, offers sponsors a stage to showcase their brand, products, or message, pollinating their market presence and brand awareness amidst a target audience.

Weaving through such interconnected paths, both entities sow seeds for a future that potentially is more fruitful and enriched.

Pro Tip

Creating spaces within the event that naturally intertwine with the sponsor’s message enhances authenticity and appeal, thereby nourishing both parties substantially.

Read on how Braindate can help your sponsors’ values shine further throughout the event.

Crafting Memorable Experiences and Sustainable Relations

Envision the canvas of your event as a vibrant tapestry, where each thread represents a moment, an experience, or a memory that remains etched in the minds of attendees.

  • For the Audience: The experiential threads spun by sponsors often augment the overall event landscape, sewing in hues of added value, surprise elements, or extended engagements.
  • For Sponsors: Their threads, while enhancing the event, simultaneously weave through the memories of attendees, embedding their brand in the recollections of the experiences.

Thus, crafting these experiences is not merely about moments but about sustainable relations that extend beyond the temporal boundaries of the event.

Example: Integrating a sponsor’s product into an engaging activity or a challenge not only amplifies the event experience, but it also associates the brand with positive and exciting memories.

Integrating a sponsor’s product into an engaging activity amplifies the event experience

Elevating Brand Image and Awareness for All Parties

Just like a well-orchestrated symphony, where each instrument, note, and pause plays a pivotal role in creating a musical masterpiece, every entity in an event, from organizers to sponsors, contributes to a harmonious brand elevation.

“Larry Weil, endearingly known as the Sponsorship Guy, sheds light on the evolution of sponsorship, delineating it as one of the most intimate partnerships between businesses. With sponsors orchestrating precise experiences, the brand image elevation goes hand-in-hand with memorable event narratives, creating a win-win scenario.”

The 2020 Guide to Event Sponsorship
  • Synergistic Branding: Merging the visual, thematic, and narrative elements of both the event and sponsors crafts a unified, synergistic brand presence.
  • Awareness Amplification: Through strategic placement, integrations, and engagements, each entity mutually amplifies the other’s visibility and awareness amidst their respective and shared audience demographics.

Envisaging this, it becomes imperative that every note, every visual, and every message is orchestrated thoughtfully, ensuring the symphony not only captivates the audience but also harmoniously elevates each participating brand.

To summarize, unveiling the importance of event sponsorship lays a pivotal foundation in comprehending the intertwined journeys of events and sponsors. It is about nurturing a relationship where both entities fuel each other’s growth, create memorable experiences for their attendees, and mutually elevate each other in the perceptual horizons of their audience.


Understanding the Perspective of Potential Event Sponsors

Perspective of Potential Event Sponsors

Understanding potential event sponsors is a bit like uncovering hidden treasures. Beyond the surface-level interests and general benefits, sponsors have specific needs and unseen advantages they’re looking for. Each interaction and discovery provides insight into their mindset and decision-making process.

“In the modern sponsorship landscape, sponsors harbor high expectations, yearning for innovative solutions, tangible returns, and demonstrable effectiveness. The onus is on event organizers to metamorphose these expectations into a reality, paving the path for a fruitful collaboration.”

The 2020 Guide to Event Sponsorship

What Sparks the Interest of Sponsors: A Deep Dive

Similar to people being attracted to various aspects of an event, sponsors also have specific factors that pique their interest. They consider their involvement with a thoughtful strategy and are influenced by a combination of factors:

  • Relevance to Target Demographics: Sponsors look for events that resonate with their target demographics, thereby ensuring their message reaches the right audience.
  • Alignment of Values: It’s a lot easier to attract sponsors when your event’s core principles and their values align.
  • Visibility and Reach: The event’s popularity, in terms of its audience size and reach, can definitely be a considerable factor for your sponsors, as it can help them gain more attention and reach a larger audience.

Promoting these factors, you will notice that the combination of the right audience, shared values, and visibility opportunities often works like a magnet to attract potential sponsors.

Pro Tip

Ensuring your event’s thematic, demographic, and visibility aspects are clearly communicated, can serve as a strong argument for potential sponsors

Deciphering the Expectations and Desires of Corporate Sponsors

Navigating through the sea of corporate sponsorship requires a discerning compass that can accurately interpret the underlying expectations and desires that steer their sponsorship decisions.

  • ROI Optimization: Sponsors anticipate a fruitful journey where their investment not only attains visible returns but also optimizes their brand enhancement and market positioning.
  • Exclusive or Preferential Opportunities: Much like an exclusive seat at a high-stakes table, sponsors often seek preferential placements, mentions, or opportunities that elevate their presence distinctively.
  • Post-Event Engagements: Their visibility doesn’t end with the event; sponsors often desire sustained engagement, ensuring their brand remains afloat in the audience’s memory even in the post-event phase.

Deciphering these expectations and desires is essential to organizing an event that not only attracts but also satisfactorily retains and gratifies sponsors.

Example: Offering sponsors an exclusive spotlight segment within the event or a distinctive mention in post-event communications can fulfill their desire for exclusivity and prolonged engagement.

The Unseen Benefits Sponsors Seek in Events

Unseen Benefits Sponsors Seek in Events

In the unseen depths of the sponsorship world lurk benefits and advantages that, while not immediately visible, hold substantial value for sponsors.

  • Networking Opportunities: Beneath the visible layer of brand promotion, sponsors often dive into events seeking valuable networking opportunities.
  • Market Insight: Events can offer sponsors insights into market trends, audience behavior, and competitor strategies, thereby enabling them to navigate more informedly in the market.
  • Brand Positioning: Unseen yet pivotal, how a brand is perceived and positioned amidst competitors within an event can subtly influence audience perceptions, rooting them in a favorable or less favorable light.

These hidden benefits, often overlooked in the generic sponsorship discourse, are crucial in understanding and catering to a holistic sponsorship experience.

Essentially, comprehending the depths of a potential sponsor’s mindset pivots around understanding what attracts them, deciphering their overt and covert expectations, and recognizing the hidden benefits they seek to harvest from the event sponsorship.


The Art and Science of Choosing Your Event Sponsors

Crafting a triumphant event is a meticulous dance between concept, execution, and finding the right partners to spotlight your gathering. Opting for sponsors isn’t merely about injecting financial lifeblood into your event but strategically hand-picking those whose presence amplifies and validates your message.

Identifying Sponsors Whose Values Resonate with Your Event

Discovering a sponsor isn’t just about seeking financial resources but nurturing a partnership that elevates both entities. Imagine hosting an environmental sustainability event. The secret isn’t in partnering with a popular soda brand (even if they promote recycling), but perhaps aligning with a company like Tesla, synonymous with sustainable transportation.

Example: A partnership between Patagonia and an environmental sustainability event signifies a cohesive and authentic message, seamlessly intertwining with individual brand narratives.

Digging deeper:

  • Understand Sponsor Impact: Analyze the sponsor’s influence in relevant sectors and their overall market standing.
  • Audience Perception: Evaluate how their brand is perceived and ensure it doesn’t deviate from your event’s core values.
  • Historical Collaborations: Explore their past sponsorships to predict potential implications for your event.
Braindate lounge ellucian

Strategically Scouting for Beneficial Collaborations

To make your event the most attractive for relevant sponsors, perceiving it through their lens is crucial. Envisage the aspirations, motives, and apprehensions a sponsor might have, and weave your strategy to mirror their expectations while preserving your event’s integrity.

Tip: Adopt an empathetic approach towards potential sponsors. This involves understanding their challenges, goals, and target audience, and crafting your pitch to align with these aspects.

Here’s a detailed breakdown:

  • Psychographic Understanding: Diving into the sponsor’s target audience, exploring not just demographics but psychographics, ensuring a perfect marriage between their expectations and your event’s attendees.
  • Previous Ventures: A glance at their past sponsorships can reveal their strategic preferences, offering cues to position your event fittingly.
  • Establishing Touchpoints: Identify common grounds where your event can seamlessly intertwine with the sponsor’s objectives without compromising its essence.

Tailoring Your Event to Become an Attractive Sponsorship Opportunity

Your event needs to shimmer with potential, showcasing not merely a platform for sponsor exposure but a fertile ground where their message will be embraced and amplified.

Your event is a stage where the sponsor is not just a backdrop but a character that plays a pivotal role in the story. Therefore, the narrative must be as beneficial for them as it is for you.

Enhancing appeal:

  • Audience Insight: Offer a granular view of your audience, unraveling demographics, preferences, and behaviors that signify fruitful grounds for the sponsor’s message.
  • Customization Potential: Spotlight the aspects where sponsors can integrate their message or products in a manner that’s organic and engaging.
  • Visibility Assurance: Ensure sponsors that their presence will be visibly and impactfully interwoven through various touchpoints in the event, offering them the spotlight in a manner that’s subtle yet potent.

Securing a sponsor requires strategic alignment, mutual benefit, and coherent messaging. By aligning values, thoughtfully identifying collaboration opportunities, and tailoring your event to be an enticing platform for sponsor messages, you pave the way for partnerships that echo far beyond a singular event.

Next, we’ll dive into the world of Braindate, exploring all the benefits of how its innovative approach in providing a wholesome experience appeals to sponsors.


The Braindate Approach: Elevating Sponsor Engagement with Thought Leadership Content and Targeted Conversations 

Braindate lounge elevating sponsor engagement

Braindate: Elevating Sponsor Engagement

With Braindate, sponsors enjoy a 3-level approach to ROI: in-app visibility, thought leadership engagement with attendees, and data-driven insights that maximize their impact. Here’s how:

  • In-app Visibility: Display your sponsors’ logos and taglines across the platform at all stages of the participant journey. Pre-event, upon first login, participants access the Braindate platform weeks ahead of the event. We’ll integrate your sponsors’ logos throughout the platform, upon first log-in on custom splash screens, topic labels, and much more. During the event, features like Mid-Market Topic Cards and Video Calls (for virtual events) will enhance your sponsors’ visibility throughout the event. Post-event, your sponsors’s logos and taglines will be included in closing and recap email notifications.
  • Thought Leadership & Sponsor Engagement Opportunities: Networking is top priority for attendees. Because Braindate is rooted within the participants’ connection and learning experience, your sponsors can directly engage in the right conversations with their audience at your event. With our help, they will be prepared to craft high-impact topics that attract their target audiences, host authentic, engaging braindates, and make the most of the platform to find new content relevant to their objectives.
  • Bridging Online and Offline: Braindate smoothly transitions users from our platform to your sponsors’ website to drive direct traffic.
  • Data and Analytics: A sponsorship with Braindate doesn’t end with the event. Our data and analytics report will provide your sponsors with personalized data reports from target audience segments, based on an analysis of content trends and participant key behavioral insights.

Propelling Event Success through Intelligent Sponsorship Strategies

Harnessing the power of in-app visibility, Braindate elevates the event’s appeal to potential sponsors. By seamlessly integrating the sponsor’s branding into various facets of the user experience, Braindate ensures that the sponsor’s investment translates into substantial brand recognition and engagement. This strategy not only enhances the value proposition for sponsors but also enriches the overall user experience by showcasing relevant and valuable sponsor content.

Case Studies: Turning Event Sponsorship into a Win-Win

The Event MPI had a remarkable Braindate sponsor activation strategy that brought value and benefits to all stakeholders. The event organizer increased attendance, engagement and social media exposure, and secured funds. Braindate, in turn, gained early pre-event engagement, with more participants logging in to create topics, resulting in increased bookings and meaningful interactions during the event. Sponsors (not one, but two!) far exceeded their brand exposure objectives, actively engaging with event participants both in-person and online. The cherry on top:, sponsor’s brand positioning was also perceived as mutually reinforcing one another. What’s the secret to this magic?

The Event MPI implemented a gamification sponsor strategy, triggering a domino effect that created a win-win scenario for all parties involved.To monetize our Braindate experience, a sponsor was sought after strategically. The choice was made to approach an event destination sponsor seeking maximum exposure at the core of attendees’ networking experience. The event was located in Winnipeg, making Tourism Winnipeg the perfect Braindate sponsor.

Tourism Winnipeg tapped into both online and in-person sponsor visibility. They capitalized on in-app sponsor logo opportunities and transformed the in-person Braindate Lounge into a Winnipeg-themed immersive. Instead of saturating our centralized meeting space with logos, they adorned the walls with Winnipeg landscapes, immersing attendees in the city’s ambiance. Our welcoming Learning Concierges, hosting the Braindate Lounge and ensuring attendees felt at home, perfectly aligned with the sponsor’s hospitality and care objectives.

Braindate is a user generated experience. We need participants to make it a success! Attendees have to log-in to Braindate to create their topics so that people can send them invitations and join group conversations to meet during the event. To make our experience a success (and make our key sponsor happy), we needed to ensure a maximal participation from attendees. This is where gamification comes into play with our second sponsor. 

WestJet, a Canadian airline, shined bright with all attendees’ eyes on the prize. They contributed by offering gift cards as incentives for attendees to enter a draw. All they had to do is to sign-up for Braindate and participate in the experience. Our analytic was providing real time data for attendees to enter the draw. 

A social media campaign went viral which added more visibility to all partners in the game. What better match than a travel sponsor to get to a destination sponsor? As always, Braindate took care of the people. This sponsor activation brought it all together!


Blueprint to an Irresistible Sponsorship Proposal

The art of crafting a compelling sponsorship proposal lies in understanding the sponsor’s needs and positioning your event as the solution. Let’s explore the elements that can elevate your proposal from ordinary to irresistible.

Crafting Your Narrative: Storytelling in Proposals

The Power of a Good Story:

Humans are wired for stories. We remember and relate to narratives more than plain data. Infuse your proposal with a compelling narrative that paints a vivid picture of the experience you’re offering.

1. The Beginning – Set the Stage: Introduce your event. What’s the vision? Why was it conceived? What unique gap does it fill or need does it address in the industry or community?

2. The Middle – Showcase Past Successes: Recount tales of previous editions of your event. How many attendees did you garner? Were there any standout sessions or notable speakers? Did any transformational partnerships or business deals emerge from it?

3. The Climax – The Mutual Win: Describe the ultimate vision for this partnership. How will the sponsor benefit? How will their involvement elevate the event? What’s the potential for mutual growth?

Embedding Valuable Data and Insights to Convert Sponsors

“Embedding compelling statistics can significantly bolster your sponsorship proposal. For instance, the recent data revealing that 52.1% of organizers witnessed increased attendance at their B2B in-person conferences underscores the burgeoning interest and participation in events, a metric potential sponsors would find enticing.”

The Events Industry’s Top Marketing Statistics, Trends, and Data

Data Speaks Louder Than Words: While a captivating story is essential, the true language of businesses is data.

  1. Audience Demographics: Detail the demographics of your attendees. Age, profession, purchasing power, geographical location – the more granular, the better. This helps sponsors understand if your audience aligns with their target market.
  2. Engagement Metrics: How long do attendees stay engaged during the event? What’s the average session attendance? How many business inquiries or partnerships arise from it?
  3. Social Media and Digital Reach: Share metrics on past social media engagement related to the event. How many impressions or mentions did you get? What’s the potential reach for sponsors?
  4. Testimonials and Feedback: There’s nothing more powerful than the voice of a satisfied participant or sponsor. Include glowing testimonials or feedback from past editions to instill confidence.

Striking the Balance: Proposal Aesthetics and Information

A Fusion of Form and Function: A well-laid-out proposal is as crucial as its content. It’s the first impression sponsors get of your professionalism and attention to detail.

  1. Branding: Ensure your event’s branding is consistent throughout the proposal. This instills a sense of identity and coherence.
  2. Use of Visuals: Graphs, charts, and infographics can communicate data more effectively than blocks of text. Use high-quality images from past events to give a feel of the ambiance and engagement.
  3. Clear Hierarchy and Layout: Information should flow logically. Use headings, subheadings, and bullet points to break up text. Ensure there’s a clear distinction between different sections for easy skimming.
  4. Call to Action: End your proposal with a compelling call to action. What’s the next step for the sponsor? Should they schedule a meeting, sign an agreement, or perhaps visit the event site? Make it clear, and make it irresistible.

To summarize, a winning sponsorship proposal is a blend of engaging narrative, persuasive data, and a visually appealing design. Mastering these three components will make it hard for potential sponsors to resist the allure of partnering with your event.


The Golden Path to Sponsors: Leveraging Tools and Platforms

Golden Path to Sponsors: Leveraging Tools and Platforms

Navigating the intricate landscape of event sponsorships requires a blend of traditional methods and modern digital strategies. As the digital transformation has taken center stage in the event management world, the digital resources available to organizers have exponentially increased. Here’s how you can harness these tools and platforms to pave a golden path to your sponsors.

“The digital renaissance has ushered in innovative sponsorship avenues, with the merging of video and live attendance being a notable trend in 2023. Harnessing digital tools not only augments the event experience but opens up a plethora of sponsorship opportunities, blending the physical and digital realms seamlessly.”​

Event Industry Statistics 2023 – TrueList

Unlocking Potential with the Use of Digital Tools

The digital age has ushered in an array of tools designed to streamline the sponsorship acquisition process. From dedicated platforms connecting events with sponsors to analytic tools offering deep audience insights, the digital world is brimming with opportunities.

  1. Sponsorship Platforms: Websites such as SponsorMyEvent or SponsorPitch can match event organizers with potential sponsors. These platforms act as intermediaries, making the search for the right sponsor more streamlined and efficient.
  2. Analytics and Data Tools: Understanding your audience is pivotal. Use tools like Google Analytics or social media insights to gather data on your attendees’ demographics, preferences, and behaviors. Presenting this data to potential sponsors can showcase the potential reach and relevance of their association.
  3. Email Campaign Tools: Platforms like Mailchimp or SendinBlue allow you to create targeted email campaigns. Craft compelling offers and send them to a curated list of potential sponsors. With analytics, you can track open rates and gauge the effectiveness of your outreach.

Harnessing the Power of Social Media for Sponsorship Acquisition

Social media isn’t just a platform to connect with friends and family; for event organizers, it’s a goldmine of sponsorship opportunities. From showcasing your event’s highlights to building genuine connections with potential sponsors, the power of social media is unmatched.

  1. Showcase Event Highlights: Use platforms like LinkedIn or X, formerly Twitter, to post highlights from previous events, testimonials, or teaser content for upcoming events. This not only establishes credibility but also showcases the visibility sponsors can expect.
  2. Engage with Potential Sponsors: Follow, like, and engage with posts from brands you’re eyeing as sponsors. A genuine online relationship can sometimes be a precursor to formal sponsorship discussions.
  3. LinkedIn Outreach: LinkedIn is a treasure trove for B2B outreach. Use its advanced search to identify decision-makers in companies you wish to approach. Engage with their content and then present your event through personalized messages.
  4. Twitter Chats & Hashtags: Participate in relevant industry Twitter chats or create event-specific hashtags. This not only boosts visibility but can also attract the attention of potential sponsors.

Networking and Building Relationships in the Digital Space

The essence of securing sponsorships lies in building genuine relationships. While face-to-face interactions have their own advantages, the digital realm provides platforms where international connections can be forged and nurtured over time.

  1. Webinars & Online Workshops: Host webinars or workshops relevant to your event’s industry. Not only do these position you as a thought leader, but they also provide a platform to subtly promote sponsorship opportunities.
  2. Engage in Online Forums & Groups: Platforms like Reddit, Quora, or industry-specific forums can be great places to discuss your event, share insights, and again, subtly promote sponsorship opportunities.
  3. Virtual Networking Events: Platforms like Braindate or Hopin allow you to host or participate in virtual networking sessions. These sessions can be themed around sponsorship opportunities, connecting event organizers with potential sponsors in real-time.

In conclusion, the digital realm offers an abundance of tools and strategies to secure sponsorships. By combining traditional methods with these modern approaches, event organizers can enhance their chances of attracting the right sponsors, ensuring a mutually beneficial collaboration.


Crafting Irresistible Sponsorship Packages: A Step-by-Step Guide

Crafting Irresistible Sponsorship Packages: A Step-by-Step Guide

Designing an attractive sponsorship package is like crafting an irresistible offer for customers in a retail space. Just as retailers keenly focus on packaging, positioning, and pricing, so should event organizers when assembling their sponsorship packages. Here’s a step-by-step guide to ensure that your sponsorship offers are both appealing and effective.

Conceiving a Variety of Appealing Sponsorship Packages

In the realm of sponsorships, diversity is the magnet that attracts various sponsors with varied budgets and expectations.

  1. Tiered Packages: Divide your sponsorship offers into tiers such as Gold, Silver, and Bronze. This traditional approach allows sponsors to select a package that best fits their budget and branding goals.
  2. Customizable Offers: Not every sponsor has the same needs. Allowing them the flexibility to pick and choose specific elements to craft a tailored package can be more valuable.
  3. Inclusion of Non-Monetary Benefits: Sometimes, the allure isn’t just in the tangible returns. Offering a variety of perks such as networking opportunities, exclusive backstage passes, or chances to meet industry leaders can sweeten the deal.

Unique Sponsorship Ideas to Stand Out

In a saturated market, standing out is vital. Here are some unique ideas that can make your event the talk of the town, drawing sponsors to you.

  1. Virtual Reality (VR) Experiences: Offer sponsors the opportunity to create immersive VR booths or experiences for attendees. This futuristic touch can significantly enhance event engagement.
  2. Sponsored Workshops or Masterclasses: Allow sponsors to host educational sessions, positioning them as industry experts while also adding value to your attendees.
  3. Green or Sustainable Sponsorships: With a growing emphasis on sustainability, offering eco-friendly sponsorship opportunities can resonate with environmentally-conscious brands.
  4. Influencer Collaborations: Partner with industry influencers or celebrities for sessions or appearances, providing sponsors with enhanced visibility and appeal.

Assigning Value: Pricing Your Sponsorship Packages Consciously

Pricing is a delicate balance of perceived value and actual deliverables. Here’s how you can approach it judiciously.

  1. Market Research: Delve into the industry standard rates. Investigate what competitors or similar events are charging and offer competitive rates.
  2. Cost Analysis: Understand the actual costs involved in delivering the promised benefits to sponsors. Ensure that your pricing not only covers these costs but also yields a healthy profit.
  3. Value Proposition: Highlight the unique value your event offers. Whether it’s a niche audience, exclusive experiences, or unmatched networking opportunities, make sure these unique selling points are reflected in your pricing.
  4. Flexibility: Always be prepared for negotiations. Having a buffer built into your pricing can allow for adjustments while still ensuring profitability.

Remember, while crafting sponsorship packages, the goal is to create a win-win situation. A package that provides immense value to sponsors while also being lucrative for you is the recipe for a long-term, successful partnership.

Nurturing and Celebrating Your Sponsor Relationships

Nurturing and Celebrating Your Sponsor Relationships

Building and maintaining a fruitful relationship with your sponsors requires care, attention, and most importantly, mutual respect. This partnership doesn’t end when the event concludes; rather, that’s when the real work of solidifying the relationship begins.

Ensuring Sponsors Feel Valued Before, During, and After the Event

A strong foundation in any relationship is built on trust and value. For sponsors, this means ensuring they recognize the importance of their contribution to your event.

Before the Event: Organize a special ‘Sponsor’s Day’ or a pre-event mixer. Here, sponsors can mingle with each other and get a sense of the event’s ethos. It’s also a prime opportunity for you to brief them on the event’s progress and answer any questions they might have.

During the Event: Assign a dedicated liaison or point of contact for your sponsors. This ensures they have someone to turn to for any immediate needs, enhancing their overall experience. Moreover, acknowledge their contribution during event speeches or introductions, emphasizing their role in making the event a success. Your account manager on the sponsorship team should also make sure to meet their respective sponsors while on-site. Nothing better than a human connection to nurture a relationship.
After the Event: Share data and analytics about the event’s reach, attendee feedback, and overall success. This transparent communication assures sponsors of the tangible benefits of their contribution.

Creative and Heartfelt Ways to Express Gratitude

Beyond the formalities, sometimes a genuine gesture of appreciation can leave a more lasting impact. Here are a few ideas:

  • Personalized Thank You Notes: In an era of digital communication, a handwritten note stands out. Tailor each note to express specific appreciation for every sponsor’s unique contribution.
  • Sponsor Highlight Videos: Create short video snippets showcasing sponsor booths, interviews, or other key moments, and share them on social media, tagging the respective sponsors.
  • Unique Gifts: Curate a special gift box, possibly with local products or handmade items that resonate with the event’s theme or location.

Creating Lasting Impressions: Follow-Ups and Continuous Engagement

Relationships thrive on consistent engagement. After your event, maintain regular contact with your sponsors:

  • Quarterly Check-Ins: Set up periodic meetings or calls to discuss industry trends, feedback on the past event, or potential collaborations for the future.
  • Engage on Social Media: Support your sponsors’ initiatives by sharing their content, celebrating their milestones, or simply dropping a comment on their updates.
  • Invitations to Exclusive Events: If you’re organizing webinars, workshops, or other smaller events throughout the year, extend an exclusive invitation to your sponsors. It’s a gesture that reinforces their value to you.

In the end, sponsors aren’t just financial backers—they’re partners in your journey. Treating them with respect, gratitude, and genuine care can pave the way for more fruitful collaborations in the future.


Analyzing and Demonstrating ROI to Sponsors: A Pivotal Step

The ultimate key to sustaining and growing your sponsorship partnerships lies in your ability to transparently and convincingly demonstrate the return on investment (ROI) that sponsors achieve from your event. This section delves deep into how to use analytics effectively and how to communicate these findings compellingly to your sponsors.

“An integral facet of event sponsorship is the meticulous analysis and compelling demonstration of ROI to sponsors. By furnishing data that underscores the efficacy of their sponsorship, event organizers can foster a climate of trust and transparency, laying the groundwork for enduring sponsor relationships.”

The 2020 Guide to Event Sponsorship

Employing Metrics and Analytics to Gauge Sponsorship Impact

In today’s digital era, the power of data analytics cannot be understated. It’s not just about collecting data but about gleaning meaningful insights from it.

  • Digital Footprints: Track the number of clicks, mentions, and impressions sponsors receive from your event’s digital platforms. This includes social media mentions, website visits, and email campaign engagements.
  • Attendee Surveys: Post-event surveys can be a goldmine of feedback. Ask attendees about their perceptions of sponsors, which booths they visited, and which sponsored segments were most memorable.
  • Engagement Levels: Using tools like heat maps for virtual events or booth traffic counters for physical events, measure how attendees engaged with sponsor areas.

Tailoring Reports to Reflect Sponsor ROI Persuasively

The way you present data can significantly influence a sponsor’s perception of ROI. It’s vital to create reports that not only convey information but tell a persuasive story.

  • Visual Representation: Graphs, charts, and infographics make data easier to digest and more engaging. They can highlight growth, trends, and key points more effectively than raw numbers.
  • Personalized Insights: Don’t just hand over a generic report. Personalize the analysis, drawing attention to metrics that particularly matter to each sponsor based on their objectives.
  • Testimonials: Words from satisfied attendees, especially high-profile ones or influencers, praising a sponsor’s presence or contribution can be more convincing than numbers alone.

Innovating Your Strategies: Learning from Data Insights

The goal of analyzing ROI isn’t just to prove value to sponsors; it’s also to refine your strategies and grow. Data can point out areas of improvement and avenues of opportunity.

  • Identify Gaps: Find out which sponsors didn’t get as much engagement as anticipated. Could their booth have been placed better? Was their sponsored segment not engaging enough?
  • Highlight Successes: Discover what worked best. Was there a particular type of content or activity that drew more attention? Can it be replicated or scaled?
  • Engage Sponsors in Strategy Discussions: Instead of just presenting data, have a conversation. Discuss what the numbers mean and collaboratively brainstorm ways to enhance their impact in future events.

By continuously refining your approach based on data, and demonstrating a clear ROI to sponsors, you’ll foster trust, deepen your partnerships, and set the stage for even more successful events in the future.


Paving the Way for Future Sponsorships

Paving the Way for Future Sponsorships

Acquiring sponsors is half the battle; the other half is nurturing these relationships for continued collaboration. The future success of your events depends on how effectively you can leverage past experiences, cultivate relationships, and ensure continuous communication. Let’s explore how to set the stage for long-lasting and fruitful sponsor partnerships.

“The post-pandemic era has witnessed a robust rebound of sponsorship in the entertainment sector, exemplifying the positive trajectory of event sponsorship. As crowds throng back to events, the sponsorship realm is abuzz with renewed vigor, promising a favorable outlook for future sponsorships.”​

2023-2024 sponsorship trends – Elevent

Building on Established Sponsor Relationships for Future Events

Strong foundations lead to lasting partnerships. Building upon existing relationships can be more rewarding and cost-effective than always seeking new sponsors.

  • Reassess Objectives: Post-event, take the time to sit down with your sponsors and review the objectives set. Were they met? What exceeded expectations? Where was there room for improvement?
  • Offer Early Bird Opportunities: For sponsors who’ve previously collaborated with you, provide them with the chance to sign up for your next event ahead of others. This not only ensures they feel valued but also solidifies their commitment early on.
  • Maintain Regular Touchpoints: Even outside of event planning, check in with your sponsors. Whether it’s a monthly newsletter, a quarterly catch-up call, or an annual review meeting, these touchpoints keep the relationship warm.

Learning and Adapting: Taking Lessons from Each Sponsorship

Each event is a treasure trove of lessons. Reflect on what went well and where you stumbled to refine your strategy for the future.

  • Solicit Feedback: Don’t just provide sponsors with data on their ROI; seek their feedback on the overall event and their experience. They might offer insights you hadn’t considered.
  • Document Everything: Create a post-event report for internal use. Record what worked, what didn’t, and recommendations for future sponsorships.
  • Stay Updated: The world of event sponsorships is dynamic. Stay updated with the latest trends, tools, and best practices to keep your sponsorship strategy fresh and effective.

Keeping Sponsors in the Loop: Continuous Communication Strategies

Communication shouldn’t end with the event. Keeping sponsors informed and engaged is key to retaining them for future collaborations.

  • Share Success Stories: Did an attendee tweet about a sponsor’s booth? Or did a session sponsored by a brand receive rave reviews? Share these success snippets with sponsors to bolster their confidence in your event.
  • Plan Ahead: Provide sponsors with a roadmap of what’s to come. If you’re planning another event or have updates about the current one, keep them in the loop.
  • Seek Their Input: Involve sponsors in the brainstorming phase for future events. Their feedback can be invaluable, and involving them early can foster a sense of ownership and commitment.

By nurturing relationships, learning from past experiences, and ensuring open lines of communication, you’ll create a fertile ground for ongoing and successful sponsor partnerships.


Wrap Up: Decoding the Future of Event Sponsorship

The landscape of event sponsorship is undergoing a dramatic shift, fueled by evolving technologies, changing audience preferences, and an unpredictable global climate. As we move forward, it’s crucial to understand these emerging trends and prospects. This will not only enable us to stay ahead of the curve but also offer the most value to our sponsors.

Prospects in the Realm of Virtual and Hybrid Events

The pandemic introduced us to the vast potential of virtual events. While initially a necessity, virtual and hybrid events have carved out their niche in the event industry.

  • Expanding Reach: Virtual events eliminate geographical barriers, allowing a global audience to participate. This wider reach can be highly attractive to sponsors looking to tap into new markets or demographics.
  • Innovative Engagement Tools: Virtual platforms offer a plethora of engagement tools – from live chats to virtual booths, gamification to experiential networking platforms like Braindate. These tools can be leveraged to provide unique sponsorship opportunities.
  • Sustainability: As the world grows more eco-conscious, virtual and hybrid events stand out for their reduced carbon footprint. Sponsors keen on sustainability initiatives may see this as a significant advantage.

Emerging Trends in Event Sponsorship

The future is filled with innovative trends reshaping the way we approach event sponsorship.

  • Personalized Sponsorship Experiences: With the aid of data analytics, sponsors can offer personalized experiences to attendees, increasing engagement and ROI.
  • Diverse Sponsorship Tiers: Beyond the traditional gold, silver, and bronze tiers, events are introducing a wide array of sponsorship levels, catering to varied budgets and objectives.
  • Focus on Content Collaborations: Sponsors are no longer just brand names on banners. They’re becoming content collaborators, hosting sessions, workshops, and panels, deeply integrating their expertise into the event’s fabric.

Inviting Future Collaborations: A Gentle Close

The road ahead in event sponsorship is paved with opportunities and challenges alike. We encourage event planners, and attendees to join hands, collaborate, innovate, and craft memorable experiences. Think outside the box and consider implementing a holistic sponsor activation that brings value to all stakeholders. Remember how Event MPI leveraged Braindate at the heart of their activation to find sponsors, Winnipeg Tourism and WestJet, ensuring a win-win situation for all parties and leaving attendees with memorable experiences. Let’s shape the future of event sponsorships, ensuring they’re mutually beneficial, impactful, and resonant with our changing times. As we wrap up this guide, we hope you’re equipped with the insights and strategies to thrive in this evolving landscape.

Braindating event

Frequently Asked Questions About Getting Sponsorship for Events

When diving into the realm of event sponsorships, numerous questions and uncertainties can arise. By addressing these common questions, we hope to bring clarity and instill confidence in prospective event organizers, ensuring a smoother sponsorship journey.

Tackling the Most Common Queries and Concerns in Event Sponsorship

How do I determine the right sponsors for my event?

Identifying the right sponsors begins with understanding your event’s core audience and theme. Research potential sponsors who share similar values, target the same audience, or stand to benefit from your event’s reach.

What’s the ideal time to reach out to potential sponsors?

Start as early as possible, ideally 6-12 months before the event. This gives sponsors ample time to evaluate the opportunity and allocate resources.

How can I ensure my sponsorship proposal stands out?

Personalize your proposals by tailoring them to each potential sponsor’s goals and objectives. Provide clear ROI metrics, incorporate storytelling, and showcase unique sponsorship opportunities that align with their brand.

How do I handle sponsorships for virtual events?

While the medium is different, the principles remain the same. Understand your virtual platform’s capabilities and offer sponsors innovative ways to engage with the audience, such as virtual booths, sponsored sessions, or branded interactive tools. Check out our article that dives deeper into virtual and hybrid sponsorship.

What if a sponsor is dissatisfied with the outcomes?

Communication is key. Stay proactive by checking in with sponsors during the event and gather feedback. If concerns arise, address them promptly and discuss potential solutions or compensations.

Providing Clarity and Assurance to Prospective Event Organizers

How flexible should I be with sponsorship packages?

While having predefined packages is efficient, be open to customization. Sponsors appreciate flexibility, and a tailored package can often lead to securing a sponsorship.

What’s the best way to showcase ROI to sponsors post-event?

Gather comprehensive data during the event, ranging from attendee engagement metrics to direct leads generated. Post-event, compile this data into a clear and concise report, highlighting the value provided. Don’t just hand over a generic report. Personalize the analysis, drawing attention to metrics that particularly matter to each sponsor based on their objectives.

Can small events attract big sponsors?

Absolutely! It’s not always about size but alignment. A niche event with a highly engaged audience can be invaluable to a sponsor targeting that specific demographic.

How do I maintain a healthy relationship with sponsors post-event?

Regular communication is essential. Share updates, express gratitude, and engage them in feedback sessions. This continuous engagement lays the foundation for future collaborations.

Is exclusivity important in event sponsorships?

Exclusivity can be a selling point for some sponsors, especially if they’re in competitive industries. However, it’s a balance—ensure that offering exclusivity doesn’t limit other potential sponsorship opportunities.

Remember, every event and sponsor is unique. These answers provide a general guideline, but always tailor your approach to your specific circumstances and relationships. Happy sponsorship fishing!

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